HUBSPOT´s Guide to Being a Partner Agency

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HUBSPOT’S PARTNER AGENCY GUIDE 1 WWW.HUBSPOT.COM BEING A PARTNER AGENCY HubSpot’s Guide to Access to all Partner Agency resources in one easy to reference eBook A publication of

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HUBSPOT´s Guide to Being a Partner Agency

Transcript of HUBSPOT´s Guide to Being a Partner Agency

Page 1: HUBSPOT´s Guide to Being a Partner Agency

HUBSPOT’S PARTNER AGENCY GUIDE1

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BEING A PARTNER AGENCY

HubSpot’s Guide to

Access to all Partner Agency resources in one easy to reference eBook

A publication of

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... brings your whole marketing world to-gether in one, powerful, integrated system.

HUBSPOT’S ALL-IN-ONE MARKETING SOFTWARE

Get Found: Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations

LEADGENERATION

UBLOGGING &

SOCIAL MEDIA

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EMAIL & AUTOMATION

MSEARCH

OPTIMIZATION

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MARKETINGANALYTICS

YLEAD

MANAGEMENT

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CONTENTS

YOU’RE A HUBSPOT PARTNER AGENCY /6

LEARN HOW THE HUBSPOT SOFTWARE WORKS /9

I HAVE AN INBOUND LEAD /13

A LEAD BECAME A CUSTOMER /23

ONGOING SUPPORT FOR PARTNER AGENCIES /29

HUBSPOT SOFTWARE TOOLS /32

PARTNER AGENCY TOOLS AND RESOURCES /56

REGISTERING LEADS /58

PARTNER AGENCY TIERS /60

PARTNER PORTAL /63

CUSTOMER HAPPINESS INDEX (CHI) /65

PARTNER AGENCY COMMISSIONS /67

HUBSPOT GLOSSARY /69

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Congratulations on becoming

a HubSpot Partner Agency!“ ”

You’ve joined a growing team of agencies who understand the changing

landscape of marketing! By becoming a HubSpot partner, Marketing

and streamline your client delivery and reporting. We’re looking forward to

growing your business with you!

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My Channel Account Manager

Name:

Email:

My Inbound Marketing Consultant

Name:

Email:

My Account Manager

Name:

Email:

Other Contacts

Billing Questions: [email protected]

VAR Program Manager: [email protected]

Technical Support

My HubSpot Contact List

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Step 1

HubSpot Authorization (Contract for HubSpot portal)

You will receive this from your Channel Account Manager (CAM)

Complete the online billing link

Save a copy of your contract

Step 2

Send your Partner Contract & W9/W8BEN (REQUIRED)

Download the appropriate forms from the Partner contract page on HubSpot.com

Step 3

Register your leads with HubSpot

Register at least 5 leads via this link: http://var.hubspot.com/var_add_lead

You’re now a HubSpot Partner Agency!

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Step 4

Participate in your HubSpot product training

1-on-1 training OR HubSpot Academy

1-on-1 training: You will be introduced to your Inbound Marketing Consultant

(IMC)

HubSpot Academy: You will receive a link from your CAM to register for the

HubSpot Academy kickoff call

Step 5

Partner Agency Sales training will begin (usually in week 3)

These sessions are lead by HubSpot Partner team members

You’re now a HubSpot Partner Agency!

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Step 1

Get introduced to your consulting track (1-on-1 OR HubSpot Academy)

1-on-1 training

You will be introduced to your Inbound Marketing Consultant (IMC)

Schedule a kickoff call with your IMC

HubSpot Academy

You will receive a link from your CAM to register for the HubSpot Academy

kickoff call

Register for your kickoff call

Step 2

If you have a lead, follow the steps in “I have an Inbound Lead!”

Learn how the HubSpot Software Works

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Step 3

Participate in product training

Consulting framework:

Session 1: Kickoff call

You’ll be introduced to:

The 1-on-1 Partner Agency Learning Center OR the HubSpot Academy

Learning Center depending on your consulting tract

The HubSpot Partner LinkedIn Group

www.hubspot.com/partners

Technical Support

Session 2: Landing pages/CTAs

You’ll receive eBooks you can customize and use for lead generation on your

website

Learn how the HubSpot Software Works

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Step 3

Consulting framework continued:

Session 3: Lead Nurturing

Session 4: Email Marketing

Session 5: Lead Intelligence

Session 6: Blogging/SEO

Session 7: Reporting

Session 8: Wrap Up

You’ll be introduced to Ongoing Learning Resources

Step 4

Take the HubSpot Partner Exam

Learn how the HubSpot Software Works

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The HubSpot Sales Process is composed of the following steps:

Step 1

Research

Step 2

Prospect

Step 3

Connect call

Step 4

Step 5

Diagnostic & goal setting call

Optional Steps

Present solution - demo

Trial process

Step 6

Agree on contract scope / fee

I have an Inbound Lead

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Step 1

Research

Ensure you’ve registered your lead: http://var.hubspot.com/var_add_lead

Goal of Research

Determine the priority of the lead (High/Med/Low)

Understand the company and contact’s sophistication with inbound marketing

Identify opportunities for personalization, trust development, rapport building

How to Research

Is the goal of the website to generate leads?

Look for contact us / conversion forms, or shopping carts

Check whether the lead contact is on the management team

Who does the company target? (B2B vs B2C?)

Are the page titles and URLs currently optimized for search engines?

Is there under-utilized content in PDFs or long FAQ pages?

Do they have active social media accounts across different communities?

Do they have calls-to-action (CTAs) placed prominently on their site?

Do those CTAs lead to well-designed landing pages that give away compelling offers?

Tools

Marketing Grader

I have an Inbound Lead

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Step 2

Prospect

Goal of Prospect

Try to get the person to pick up the phone or connect with you

How to Prospect

Do a series of voicemails and email attempts until you get a connect

Always follow a voicemail with an email (up to 5 vmail/emails)

Schedule times in your Calendar to do this

Tools

Prospecting webinar

I have an Inbound Lead

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Step 3

Connect call

Goal of the Connect call

Establish an initial relationship with your prospect

Build initial credibility and rapport

Begin the qualifying process

How to Connect

Use the connect call playbook

Make sure to ask if there is anyone else they should include on the call (e.g. business partners, co-founders, etc) then:

Set date and time

Send a meeting invite

Write down the activity in your records

It’s ok to cut them loose

“It doesn’t sound like you guys really have any challenges that you really need any help with. It sounds like you’re very happy with your business and

Tools

Marketing Grader

I have an Inbound Lead

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Step 4

Inbound Marketing Assessment (IMA) / Exploratory call

Goal of the IMA / Exploratory call

To QUALIFY!

Continue to establish a relationship with your prospect

Build additional credibility and establish trust

How to do an IMA / Exploratory call

change it, and how they currently plan to do so

Leverage questions around GPCT & BANT:

GPCT: Goals, Plans, Challenges, Timelines

BANT: Budget, Authority, Need, Timelines

If you want to move forward:

Schedule the diagnostic call

If you don’t want to move forward:

Send them free resources, like Marketing Grader, or one of your eBooks, and let them go

Tools

Your CAM can help you prepare for this call

I have an Inbound Lead

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Step 5

Diagnostic & Goal Setting call

Goal of the Diagnostic call

Start to make the case for your monthly retainer

How to do a Diagnostic call

Do they have growth goals?

Are the growth goals written down?

How do they plan to achieve this planned growth?

When do they need to achieve this growth by?

What happens if they don’t achieve this growth?

How much can they afford to invest?

Can you actually help them?

Tools

Prospect Assessment Tool that includes the Inbound Calculator (tool and

webinar)

I have an Inbound Lead

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Optional

Present Solution - Demo

Goal of the Demo

If it’s required to present the tools, leverage your CAM to run the call

How to do a Demo

Complete the trial checklist

Create a trial for your demo using the trial checklist

Reiterate their GPCT and how it will be solved via your services (which uses the HubSpot software to accomplish)

Tools

Trial checklist

Create a free trial

Your CAM can help with this call

I have an Inbound Lead

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Optional

Trial Process

Goal of the Trial

To show your agency’s value and win a deal

How to run a Trial

Create a free trial

Use the inbound marketing workbook to set up the trial

Set up landing pages with compelling offers

Do keyword research and start blogging

Set up social media monitoring

Preparing for the trial call:

Which offers and landing pages are performing?

Which keywords are performing?

Which channels are performing?

Tools

Create a free trial

Inbound Marketing Workbook

How to use a trial webinar

I have an Inbound Lead

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Step 6

Agree on Contract Scope / Fee

Tools

Your CAM can help you with this

HubSpot pricing page

Retainer quoting tool and webinar

Alert your CAM of the new client and send the signed contract to HubSpot if applicable

I have an Inbound Lead

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You will receive an email with a login to your new client’s HubSpot portal. Use the client onboarding checklist to begin setting up their HubSpot portal and start delivering services to your client.

Onboarding Checklist

Before you receive a signed client contract:

Find out GPCT/BANT

(Optional) Set-up a Hubspot trial

(Optional) Collect 4-5 competitors from the prospect and upload them to the HubSpot trial

Complete a Marketing Grader report

Complete the Prospect Assessment Tool which includes the Inbound Marketing Calculator

Before the client kickoff call:

Ratify the client contract and send a copy to client

Get the signed contract back from the client

Mark the client lead as “closed won”

Email the client with “to-do” items for the client kickoff meeting (see Client Responsibilities)

Schedule invoicing for the client

Schedule the kickoff meeting with the client

Register IP addresses on the client’s Hubspot platform for client IPs and agency IPs

These pages can be printed

and used with your clients!

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Onboarding Checklist

Internal agency meeting before the click kickoff call:

The Sales team shares client’s needs, touchy topics and other info from the sales process

Walk-through the Marketing Grader report

Walk-through the client contract

List 3 potential pitfalls and how preemptively get around them

Create a plan of attack

Client responsibilities:

Get contact information for all people on the client’s team that will be involved

Send a description of who your ideal customer or persona is/are

Grant the agency access to your website CMS (if you’re not being hosted on HubSpot)

Grant the agency admin access to your Facebook page, Twitter account, and any other social media or online outlets for content promotion

If the client does not have social media accounts, recommend at least two of the following depending on their industry: Facebook, Twitter, LinkedIn, SlideShare

Send your lead database to the agency for import to Hubspot platform (CSV

Send brochures, technical manuals, past articles written by your team, scripts, press releases, logos, graphics, email newsletters, and any other marketing materials to the agency for uploading to your HubSpot portal

A Lead Became a Customer

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Onboarding Checklist

After the kickoff call:

Upload client leads to HubSpot

Upload all brochures, manuals, etc. to the client’s HubSpot portal

Add the following apps to the client’s Hubspot platform: Benchmarks, Analyze Your Landing Pages, Social Media Publishing and Report Keeper

Upload the client’s competitors to the Competitors app gathered during sales process

If the customer will be on the HubSpot CMS:

Migrate the client’s website onto the HubSpot CMS

Take the client’s HubSpot-hosted website live

If the customer is not on the HubSpot CMS:

Install the HubSpot Tracking code on their website

Create a subdomain for the client’s HubSpot-hosted landing pagesand blog

Take the client’s HubSpot-hosted subdomain live

Submit the customer’s website to Google, Bing and Yahoo via webmaster tools

Set up the client’s blog on HubSpot, or transfer blog content from their

If the client has HubSpot Professional or Enterprise and a CRM, connect the two via the HubSpot API

Use the Salesforce or Sugar Connector if the client has Salesforce or SugarCRM

Upload the client’s keyword to the Keywords app in HubSpot

Link the client’s social media accounts with their HubSpot portal

A Lead Became a Customer

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Onboarding Checklist

After the kickoff call (continued):

Install “Facebook Welcome” on the client’s Facebook page that leads to a conversion page

Brainstorm long tail keywords to spur your content creation strategy

keywords

Brainstorm potential TOFU and MOFU offers

Create an initial report with starting benchmarks and upload it to the Report Keeper

Create an inbound strategy for your client:

Ensure those pages have at least one CTA on them above the fold

Write 2 blog articles each week and have them auto-publish to their social media accounts

Identify industry websites to reach out to for relationship development

Grow their social media followers (set monthly benchmarks)

Identify website directories and industry sites to submit the website to for inbound links

A Lead Became a Customer

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Onboarding Checklist

After the kickoff call (continued):

Do they need more leads?

Create at least two pieces of high quality content to use as offers (one offer should be top of the funnel, the other, middle of the funnel)

Create a landing page with a form for each offer

Create a thank you page for each offer

Create a CTA for each offer

and link them to the appropriate landing page and thank you page

Place a CTA at the bottom of every blog article

Do they need more customers?

Using List Manager, create targeted lists of leads and customers already in the customer’s HubSpot account

Send a targeted email to each list that encourages them to click on a link that leads to a landing page on the client’s website and encourages a conversion event

Create a lead nurturing campaign for all top of the funnel offer landing pages to move leads further down the funnel before sending them to a Sales team member

Use data from Leads and Sources, to identify what pages and

out which material leads to favorable results and replicate it.

Do A/B testing with CTA and Landing Pages to raise conversion rates

Present your client with a monthly report

Use Sources

Use HubSpot’s monthly report builder - It will be emailed to you each month. Contact Technical Support if you do not receive it.

A Lead Became a Customer

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HubSpot has created a variety of tools, webinars and outreach to help you achieve your sales and business goals. We’ve broken down the agency process into three high-level areas and have created resources for each. We welcome your participation in the areas you feel are most pertinent to achieving your agency goals!

I need help generating more leads

I need help closing more leads into customers

I need help keeping my customers happy

Your CAM is available for:Funnel review sessionsSales support to help you close dealsAssistance with account upgradesRole play practice

Your CAM is available for:Funnel review sessionsSales support to help you close dealsAssistance with account upgradesRole play practice

Thursdays at 11am EST Thursdays at 11am EST

HubSpot Partner LinkedIn Group

HubSpot Partner LinkedIn Group

HubSpot Partner LinkedIn Group

Ongoing Learning Center Ongoing Learning Center Ongoing Learning Center

HubSpot Forums HubSpot Forums

Service Marketplace Service Marketplace

Advanced Sales Training Webinars

Advanced Sales Training Webinars

Ongoing Support

for Partner Agencies

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Additional Partner Agency Resources

Weekly Partner Agency Newsletter automatically delivered on Mondays

White-labeled lead generation eBooks and papers

New eBooks and papers will be delivered via the weekly Partner Agency Newsletter

Local HUGS: Local HubSpot user groups that typically meet once a quarter

Consider starting one if not in your area

Inbound Conference: A 3-day marketing conference run by HubSpot

Special Rates for HubSpot partners

Breakout sessions for Partner Agencies

Deeper dive on HubSpot’s Service Marketplace

Advanced product training on HubSpot to/for Agencies

Ongoing Support

for Partner Agencies

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HubSpot Software Tools

This section contains a full list of the HubSpot software tools. Each application includes a listing of what the tool does, the value of the tool, competitors that focus on that vertical and sales tie downs. Links to additional information are included.

HubSpot Software Tools

LEADGENERATION

U q

EMAIL & AUTOMATION

MSEARCH

OPTIMIZATION

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MARKETINGANALYTICS

YLEAD

MANAGEMENT

g

BLOGGING & SOCIAL MEDIA

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Dashboard

What the Product Does

A dashboard to monitor your vital marketing statistics

The Value of the Product

Easily identify marketing wins and areas for improvement with HubSpot’s personalized marketing tactic recommendations

Competitors

Google Analytics

WordPress

Sales Tie Downs

How would customized marketing recommendations streamline your marketing efforts?

HubSpot Software ToolsMARKETINGANALYTICS

Y

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Blogging

http://www.hubspot.com/products/business-blog/

What the Product Does

World-class blogging software makes it easy to create content that will help your business get found in search engines, engage prospects, and generate leads. Content creation is the foundation of any successful inbound marketing strategy.

(Advanced): Set blog user roles and integrate with other systems via the HubSpot Blog API

The Value of the Product

Create professional, SEO optimized blog posts quickly and easily

Integrate with HubSpot’s SEO tools to help you get found in search engines

Automatically publish your posts through Social Media

Create Calls to Action and analyze the ROI of your blogging efforts

Competitors

WordPress

Blogger

Compendium

TypePad

Sales Tie Downs

How would the blogging tool streamline your own content creation efforts?

HubSpot Software ToolsqBLOGGING &

SOCIAL MEDIA

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Content Management System (CMS)

http://www.hubspot.com/products/content-management/

What the Product Does

HubSpot’s easy-to-use website content management system gives you control over your website so you can change and add pages within seconds. Updating your site is as easy as creating a Microsoft Word document.

The Value of the Product

Quickly and easily edit your website, landing pages and forms - no code required

Integrate your website with Social Media

Capture leads with landing pages and forms

Competitors

Joomla

Drupal

WordPress

Intuit

Sales Tie Downs

What advantages would the CMS give you in your business day to day?

HubSpot Software ToolsSEARCH OPTIMIZATION

s

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Keywords

http://www.hubspot.com/products/keyword-grader

What the Product Does

Find out what keywords you’re ranking for and track your progress over time

Group your keywords by campaign, and track metrics for each group

Analyzes your keywords and recommends keywords you should target, create

The Value of the Product

The best keywords are relevant to your business, searched often, and non-competitive. Keywords helps you develop a list of hundreds of potential keywords

With Keywords, you can track your progress on search terms over time so you

Keywords helps you to determine what content is most important to your website visitors so you can develop content that responds to what they are searching for

Competitors

SEOmoz

Google Analytics/Google Adwords tool

Raven Tools

Sales Tie Downs

How would having access to keywords change the way you think about the words

HubSpot Software ToolsSEARCH OPTIMIZATION

s

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Page Grader

http://www.hubspot.com/products/page-grader/

What the Product Does

See how well your page is optimized for search.

Understand what keywords your page currently ranks for

Get an analysis of your inbound and internal links

The Value of the Product

Search engine optimization relies on a number of factors, so Page Grader assesses how well each page of your site is optimized, making it easy for you to

HubSpot’s Page Grader gives you both the raw data and information about your

pages

Verify that your content is driving the right visitors to your site by seeing which

Competitors

Sales Tie Downs

With insight into your best and most under-utilized web assets how would you use that information to drive more visits, leads and clients?

HubSpot Software ToolsSEARCH OPTIMIZATION

s

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Link Grader

http://www.hubspot.com/products/link-grader-link-analysis/

What the Product Does

Track how your links are doing over time

See the inbound links of your competitors

The Value of the Product

Understand the value of your inbound links so you know whether you could work with linking websites to improve your link even more

Identify new opportunities to attract inbound links

The Link Grader competitors tool gives you access to data about other sites you might partner with or provide content in order to generate additional inbound links

Competitors

Google Webmaster Tools

SEOmoz

Sales Tie Downs

How does having insight into which blogs and directories link to your competitors alter your current link building strategy?

HubSpot Software ToolsSEARCH OPTIMIZATION

s

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Social Media

http://www.hubspot.com/products/social-media/

What the Product Does

Automatically publish content from your HubSpot blog to your social media accounts

Monitor social media for your brand and key industry terms

Analyze the effect that social media is having on your business and calculate ROI

Schedule tweets, Facebook messages and LinkedIn posts with the free Social Media App: https://app.hubspot.com/market/front/socialmedia

The Value of the Product

Monitor social media for your brand and industry terms - easily engage with

Generate leads directly from your Facebook Business Page with HubSpot’s free Facebook Welcome App

HubSpot makes it easy to calculate and report on the ROI of your Social Media efforts that let you know if your moving in the right direction

Competitors

Hootsuite or Tweetdeck

Omniture

Radian6

Sales Tie Downs

How would monitoring key social media environments help you manage the way in which you present your business online?

HubSpot Software ToolsqBLOGGING &

SOCIAL MEDIA

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Email Manager

http://www.hubspot.com/products/email-marketing/

What the Product Does

Allows you to send a single email to a few leads, or a personalized offer to a large segment

Sends CAN-SPAM compliant emails

The Value of the Product

Automatically integrate with your marketing database, website and landing pages so your email tools and your marketing database are in one system

Use your leads’ web sessions and form submissions to segment and target the right prospect with the right offer at the right time

Create customizable HTML Email Templates or use professionally designed stock templates that are already optimized for mobile and proven to convert

Competitors

Aweber

Constant Contact

iContact

MailChimp

Vertical Response

Sales Tie Downs

How would the HubSpot ESP streamline your current email marketing efforts?

HubSpot Software ToolsEMAIL & AUTOMATION

M

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Prospects

http://www.hubspot.com/products/prospect-tracking/

What the Product Does

with your sales team

The Value of the Product

With HubSpot’s Prospect Tracking tool, you can identify the companies that are

Sort prospects by geography and understand how far awareness has spread about your company

data from Prospects is attached to their Lead Record so you can sell to them with a full understanding of their needs and interests

Competitors

LeadLander

LoopFuse

Sales Tie Downs

How would having detailed intelligence on your website leads change your sales process?

HubSpot Software ToolsLEADGENERATION

U

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Landing Pages

http://www.hubspot.com/products/landing-pages/

What the Product Does

HubSpot software provides tools to let non-technical marketers create targeted landing pages and lead-capture forms to convert more visitors into sales leads

The Value of the Product

Quickly and easily create landing pages and capture leads from your website with having to wait for IT

Landing pages are set up on a custom sub-domain so that your visitors will never have to leave your website

offers are doing best and easy report on your success

HubSpot’s landing pages automatically integrate with our email and lead nurturing tools, allowing you to trigger tailored communications based on activity on your landing pages. Our landing pages can also be synced with any API enabled CRM system

Competitors

Marketo

Omniture

Eloqua

WordPress

Sales Tie Downs

HubSpot Software ToolsLEADGENERATION

U

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Advanced Landing Pages (HubSpot Enterprise)

http://www.hubspot.com/products/advanced-landing-pages

What the Product Does

Advanced landing pages enable you to import and clone pages with the click of a button and A/B test as many variations as you want

The Value of the Product

Create pages that match your web site’s messaging to individual advertisements, customer segments, and acquisition channels.

Easily A/B test single page elements, multiple page elements, or entire pages

lead data straight into your choice of CRM and/or email marketing system

Competitors

Marketo

Omniture

Eloqua

Sales Tie Downs

How would you use A/B testing to get more insight in to how potential clients engage with you and your offerings?

HubSpot Software ToolsLEADGENERATION

U

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Lead Intelligence (Leads)

http://www.hubspot.com/products/lead-tracking/

What the Product Does

See what your leads are doing on your website

Get a customer lead grade in HubSpot Professional or Enterprise with the free Lead Grader app: https://app.hubspot.com/market/front/leadgrader

The Value of the Product

Understand what content led your leads to convert, so you can tailor your

Leverage data at the individual level to send more personalized communications and offers

so that sales people can build more personalized relationships

Get lead intelligence into your CRM system through a .CSV import, or by connecting your CRM through the HubSpot API

Competitors

Marketo

Omniture

Eloqua

Sales Tie Downs

How would having detailed intelligence on your website leads change your sales process?

HubSpot Software ToolsLEADMANAGEMENT

g

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List Manager

List Manager Frequently Askes Questions

What the Product Does

List Manager allows you to create targeted lists of leads and customers based on the information you have about them

The Value of the Product

Easily create lists of prospects, leads and customers for high conversion targeted outreach

Competitors

CRM systems

Silverpop

Eloqua

Marketo

MailChimp

iContact

Sales Tie Downs

How would having a dynamic lead segmentation tool change the way you organize and market to your database?

HubSpot Software ToolsLEADMANAGEMENT

g

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Lead Nurturing

http://www.hubspot.com/products/lead-nurturing/

What the Product Does

customized emails

The Value of the Product

HubSpot’s lead nurturing tool enables you to send a cadence of customized emails to new online leads easing them through the decision process and improving your lead-to-customer conversions

If leads convert on a given email, the lead nurturing tool can automatically remove them from that campaign and add them to a new, more relevant campaign

Set email timing based on your company’s sales cycles (up to a year in advance) and create up to ten templates for on-brand communications

Competitors

Silverpop

Eloqua

Marketo

Sales Tie Downs

How would automating your marketing funnel make it easier for you to identify your best prospects? Would that change your current business development efforts?

HubSpot Software ToolsEMAIL & AUTOMATION

M

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Advanced Marketing Automation (HubSpot Enterprise)

http://www.hubspot.com/products/marketing-automation

What the Product Does

Trigger cross-channel communications via email, mobile, and even social channels based on user behavior

The Value of the Product

Nurture leads and send them information only when it is most relevant to their buying cycle

Tailor communications based on their interactions with your company on social media, in help desks and through their billing history and get a more comprehensive understanding of your leads and customers

After a lead becomes a customer, continue to use the tool to keep customers engaged and address problems or issues quickly, ultimately reducing churn and

Competitors

Silverpop

Eloqua

Marketo

Sales Tie Downs

What would you be able to accomplish if you could trigger targeted messages

HubSpot Software ToolsEMAIL & AUTOMATION

M

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Blog Analytics

http://www.hubspot.com/products/business-blog-analytics/

What the Product Does

Helps you assess the impact of your blog

Blog analytics can be used for blogs that use the HubSpot content management system and for blogs published on many other major blog publishing platforms

The Value of the Product

Helps you understand what posts actually draw in website visitors and inbound links so you can make smart decisions about ongoing content creation

Competitors

WordPress

Google Analytics

Sales Tie Downs

What decisions would you make having deeper insights into which authors and content drive the most visits, links and social media visibility?

HubSpot Software ToolsMARKETINGANALYTICS

Y

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Reach

http://www.hubspot.com/products/marketing-analytics/

What the Product Does

Tracks the size of your company’s community over time

The Value of the Product

Easily identify audience growth without any number crunching

Competitors

Manually adding up various community counts

Sales Tie Downs

What decisions would you make having deeper insights into which social media channels drive the most visits to your website?

HubSpot Software ToolsMARKETINGANALYTICS

Y

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Competitors

http://www.hubspot.com/products/competitor-tracking/

What the Product Does

Compare and track important site performance metrics to key competitors

The Value of the Product

HubSpot Competitors makes it easy to see how your efforts are paying off over time in comparison to up to ten competitors

Measure your web performance against competing sites over time so that you can learn from them and adjust your strategy to eat their lunch

Competitors

Google Trends

Compete

Google Insights for Search

Sales Tie Downs

How would having access to deep competitive intelligence alter the way you think about marketing your company?

HubSpot Software ToolsMARKETINGANALYTICS

Y

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Sources

http://www.hubspot.com/products/marketing-analytics/

What the Product Does

See how different sources have driven visits, leads, and customers to your site

Gain insight into what is driving your leads decisions and what you can do to improve your marketing and increase conversions

The Value of the Product

Sources bridges the gap between your contacts and your online tracking, allowing you associate an individual lead with an otherwise anonymous “visitor,” giving you powerful marketing and sales reports

See your entire funnel from visit, to lead, to customer and calculate ROI (Closed Loop Reporting)

Competitors

Google Analytics

Sales Tie Downs

How would you use closed loop marketing analytics to make key decisions about

HubSpot Software ToolsMARKETINGANALYTICS

Y

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Visits by Page

http://www.hubspot.com/products/marketing-analytics/

What the Product Does

Shows you what pages website visitors are looking at

The Value of the Product

Understand which pages get the most visibility to prioritize your website efforts

Competitors

Google Analytics

Sales Tie Downs

With insight into your best and most under-utilized web assets how would you use that information to drive more visits, leads and clients?

HubSpot Software ToolsMARKETINGANALYTICS

Y

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Advanced Marketing Reports (HubSpot Enterprise)

http://www.hubspot.com/products/advanced-analytics/

What the Product Does

You can see all of your channels and platforms in one report and compare the effectiveness across common key performance indicators

Finds out who your best customers are

The Value of the Product

The value of the product See how your customers are navigating social media, email, mobile and third-party apps to understand which channels are most effective at driving conversions

See what marketing efforts, channels and content are driving your revenue so

Understand how customers are upgrading and renewing their subscriptions or making purchases over time to increase revenue per customer

Competitors

Marketo

Eloqua

Silverpop

Sales Tie Downs

How would being able to tie revenue back to a single customers online activities change the way you market today?

process?

HubSpot Software ToolsMARKETINGANALYTICS

Y

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App Marketplace

http://app.hubspot.com/market/front/list

What is the App Marketplace?

today, with more than a dozen approved applications being used by more than

The Value of the Marketplace

Just like adding a new app to your Android device or iPhone or iPad, marketing professionals can install and start using a new application from a third-party developer in just one click

The HubSpot App Marketplace is a showcase of third-party applications that provide marketers with valuable insight and tools across the spectrum of their day-to-day marketing activities

Competitors

None

Sales Tie Downs

How would having the ability to customize your marketing needs help you close business?

HubSpot Software Tools

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Partner Tools & Resources

HubSpot Partners LinkedIn Group

Partner section of the HubSpot website

Local HUGS

Inbound Conference

Service Marketplace

Partner Portal

Sales Process Tools & Resources

HubSpot Pricing Page

Register a Lead

Marketing Grader

Create a Free Trial & Trial Checklist

Prospect Assessment Tool & Inbound Marketing Calculator

Inbound Marketing Workbook

Retainer Quoting Tool

Advanced product training on HubSpot to/for Agencies

Software Support Tools & Resources

Ongoing Learning Center

Technical Support

HubSpot Forums

App Marketplace

Partner Agency Tools & Resources

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How to Register your Leads

Register your leads via the following link: http://var.hubspot.com/var_add_lead

You must enter your prospect/client’s ACTUAL email address, name and website address

For each contact you want to register, you must enter a unique email address

You also must enter the company name and contact info as we have it in our records, which is most likely the company name you shared with us

Why Should I Register my Leads?

It allows you to use your CAM in the sales process if you need help

Helps ensure your commission if the client become a HubSpot customer through you

If your prospect converts into a lead on the HubSpot site, our system will detect that it is your lead and it will NOT be assigned to one of our direct sales reps

Registering Leads

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How to Register your Leads

HubSpot’s Partner Agency Tier Program is designed to reward agencies who sign up new, long-term customers to use HubSpot’s software.

Partners will be measured on how many active HubSpot subscriptions are associated with their agency, and the average age and product usage of those customers.

Partners will be rewarded with service and co-marketing packages that get increasingly

Have an active URL & pass our

Rewards

Sales support for registered opportunities

Co-branded and white label lead generation materials

Passing score on

Partner portal subscription

Rewards

Partner-created case study (1/yr)

Authoring rights to 1 HubSpot blog/year

HubSpot quote in Partner-lead press release

6 month strategy session for active accounts

Partner Agency Tiers

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Passing score on

Partner portal subscription

Rewards

All of the items for HubSpot Silver PLUS

Authoring rights to 2 HubSpot blogs/year

HubSpot speaker on 1 Partner lead webinar/year

Partner showcase

Quarterly strategy session for active accounts

Dedicated IMC

Passing score on

Partner portal subscription

Rewards

All of the items for HubSpot Gold PLUS

Partner-created case study (2/yr)

Authoring rights to 3 HubSpot blog posts/yr

Day at HubSpot

Monthly strategy session

Partner Agency Tiers

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What is the Partner Portal?

The partner portal is where you can manage all of your HubSpot leads and customers, as well as see all of the services you are providing for Service Marketplace buyers

It is a pre-requisite for being a listed Service Marketplace provider.

Value of the Partner Portal

Easily track all of your leads and record your sales efforts in one place

Easily track all marketplace transactions

See valuable data HubSpot tracks on HubSpot customers, like logins, usage,

Get access to a variety of customer email templates

For More Information

Visit: http://services.hubspot.com/reporting-transactions

Partner Portal

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What is CHI?

HubSpot measures the success of each customer using a

How is CHI Calculated?

CHI/

HubSpot takes the number of “customers” you are working with. This

includes any customers you’ve completed work for, or are actively engaged in

only requested your services, put your service on hold, or cancelled your

service.

Our algorithm considers HubSpot software setup, usage, volume and quality

keyword rankings, subscribers, followers, etc.)

We take a CHI score snapshot every Thursday night and update the scores

on Friday

Contact your CAM

Customer Happiness Index (CHI)

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What are Partner Agency Commissions?

If a HubSpot Partner Agency sells the HubSpot software as a part

commission from the sale of the software for the life of the customer’s contract with HubSpot.

How is the commission paid?

We pay commission quarterly

Checks are mailed two months after each quarter’s end

All commission payments are in USD

What do I need in order to receive Partner Agency commissions?

HubSpot Partner Contract

W9 or W8BEN

Sell a HubSpot software subscription and submit a copy of the contract to your CAM

Questions?

[email protected]

Partner Agency Commissions

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A

AM: Account Manager

API: Application Programming Interface

B

B2B: Business to Business

B2C: Business to Consumer

C

CAC: Channel Account Coordinator

CAM: Channel Account Manager

CDR: Channel Development Representative

CHI

CMS: Content Management System

CRM: Customer Relationship Management

E

EM: Email Marketing

G

GA: Google Analytics

H

HUG: HubSpot User Group

I

IMA: Inbound Marketing Assessment

IMC: Inbound Marketing Consultant

IMU: Inbound Marketing University

Inbound Conference: Formerly known as HUGS, the HubSpot User Group Summit

HubSpot Glossary

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L

LG: Link Grader

LN: Lead Nurturing

LP: Landing Page

M

MGR: Marketing Grader

MOFU: Middle of the Funnel

MRR: Monthly Recurring Revenue

P

PG: Page Grader

PM: Product Manager

S

SFDC: Salesforce.com

SMB: Small or Medium Sized Business

T

TOFU: Top of the Funnel

V

VAR: Value Added Reseller

VSB: Very Small Business

HubSpot Glossary